How a Children’s Toys Brand Grew From Zero to 170,000 Monthly Visitors With PPC & Full-Funnel Digital Marketing

We started working with a children’s toys online store when they had just launched a new Shopify site and had almost no traffic. They had already spent money on SEO without seeing results and were under pressure to make the business work.

The only channel that could bring traffic quickly was paid advertising. At the beginning, ads were expensive and inefficient. CPMs were very high and it was hard to make the numbers work.

Over the next months, we rebuilt their ad setup and focused on making traffic cheaper and more relevant. Paid campaigns gradually reached about 70,000 visits per month. As organic traffic started to appear, total monthly visits during our work together reached around 170,000.

This case shows what can happen when paid traffic is set up properly instead of being used randomly.

We treated the project as a practical setup, not as a long-term agency contract.

First, we fixed the basics: tracking, product feeds for Google Shopping, and event setup for Meta. We needed to see what people were actually doing on the site.

Then we rebuilt the ad structure from scratch. Instead of running broad campaigns, we split audiences into smaller groups and tested different types of ads. Most of the ads focused on simple things: product bundles, discounts, and showing what the toys actually do.

On Google, campaigns were split by product categories and price ranges. On Meta, we used simple layers: cold traffic, people who had interacted, and people who had visited products but did not buy.

We did not use influencers or brand campaigns at this stage. The goal was to first make paid traffic work in a predictable way.

During our work together:

• Paid traffic grew from zero to about 70,000 visits per month
• With organic traffic added, total visits reached around 170,000 per month
• CPM dropped from €35–50 to about €7–15
• Conversion rates varied between 0.7% and 4.5%, depending on campaign type
• Cost per outbound click dropped from about €0.65 to €0.24
• The money lost earlier on SEO and bad ads was recovered during this period

Paid traffic stopped being a gamble and became something that could be controlled and adjusted.

What this project showed in practice:

• High ad costs can be reduced if targeting and ads are done properly
• Big product catalogs need structure, not random promotion
• Paid traffic works better when there is a clear path from first click to purchase
• It makes sense to stabilize ads first before spending money on influencers or branding